Editing

Modification, alteration, and refinement of content is what we could call the 'art of editing' for social media. Editing demands a kind of intuition about aesthetic quality that simply isn't necessary when working with text alone. Photos must be cropped; filters must be applied; and light, shadow, and color must be adjusted before virtual eyes can even begin to appreciate any message these elements are intended to convey.

This applies even more so to video. Ours is an age of visual dominance. When judgment is rendered on the pictures and the words of a public figure, they seldom make allowance for the editing process.

Yet factual errors, subpar appearances, and unclear meanings are still held against both brands and individuals. In this TikTok world, a post that fails to grab the viewer's attention in the first few seconds sinks like a stone. There is no second chance for that first impression.

Consistency is paramount. All this brings us to the editing tools and processes that a brand or figure can command. Indeed, most digital-age figures have certain preferred apps for that purpose.